NEW ESSAY: The Brand Value Framework
This is the 3rd installment in the 5-part “Brilliant” series. These essays explore a different piece of what makes brands—and experiences—truly brilliant. Each one stands on its own, offering practical insights you can use right away, while also building toward a bigger picture.
In this month’s essay, we unpack the Brand Value Framework (BVF)—a system that helps explain why certain brands, objects, or experiences feel truly valuable, while others fade into the background. In oder for a brand to resonate there needs to be value: a reward, opportunity, ROI or validation. Understanding how it works gives you a distinct advantage.
The BVF breaks value into three core ingredients:
- Intrinsic Value: The tangible, functional, or crafted worth something offers—like quality, reliability, scarcity, or craftsmanship.
- Expressive Value: The emotional resonance and symbolism—how a brand or object connects with known cultural and personal sensibilities.
- Provocative Value: The intellectual spark or boldness—how something challenges us, sparks conversation, or inspires new thinking.
Brilliant brands succeed by blending these elements—offering real quality, evoking strong feelings, and sparking curiosity or debate. This framework isn’t just for branding pros; it’s a practical way to reflect on what you value in your own life, work, and relationships.
As you go about your month, notice what catches your attention or feels meaningful. Is it useful? Does it move you emotionally? Does it challenge or inspire you? By tuning into these layers, you’ll start to see what creates lasting value—and how you can build it, too.
Curious how it all fits together, and how you can apply these insights? The full essay is a deep dive into the Brand Value Framework. Learn how to build brilliance into your own brand.
Read the essay > |
